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Page 72 JUNE 2018 | RETAILERS FORUM MAGAZINE

forumworkshop

FORUM WORKSHOP

continued...

Finding the information is not the challenge. In

fact we heard it said that the experience is more

like trying to get a sip of water from an open

fire hydrant. The hard part is making sense of

it. You must do the tough job of analyzing the

information and putting it in terms people can

easily understand.

Positioning in the Prospect's Mind

If you haven't already, read Positioning: The Battle

for Your Mind and Marketing Warfare by Al

Reis and Jack Trout. For a good summation of

positioning, we refer you to the classic text:

Contemporary Advertising by Courtland Bovee

and William Arens. Positioning has become a

buzzword in marketing and advertising circles.

The authors demonstrate the concept by asking

a few simple questions. Who was the first person

to fly solo across the Atlantic? Charles

Lindbergh, of course. But who was the second?

Not so easy. Who was the first person to walk

on the moon? Neil Armstrong made that one

small step for man, one giant leap for mankind.

But who was the second man to walk on the

moon? The first person to occupy a position in

the prospect's mind is going to be hard to dislodge.

Reis and Trout compare the mind to a memory

bank, with slots and positions for every bit of

information to retain. But unlike a computer,

which has to retain information fed to it, the

mind does not. As a defense mechanism, the

mind screens and rejects the flood of information.

The mind keeps what agrees with its prior

experiences and filters out the rest.

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